The invention relates to an interaction system and method for automatically generating a soundscape and lighting, which are adapted to an action of a viewer of displayed items, in order to attract the attention of the viewer to one or more of the displayed items, such as products presented in a shop or displayed in a shopping window. A basic idea of this invention is refining interactivity by triggering the generation of a lighting and soundscape upon detection of a certain viewer or user action and to adapt the generated lighting and soundscape to the viewer or user action. The invention provides in an embodiment an interaction system (10) comprising—at least one detector (12) being adapted to detect an action of at least one viewer (14) showing interest in displayed items (16) and—a controller (18) being adapted to control a light (20) and sound (22) system in response to information received from the at least one detector such that a soundscape and lighting adapted to the detected action is generated.